Speaking to Proudly SA’s Chief Marketing Officer, Happy Makhumalo Ngidi, she says they have decided to host the expo for the second time after it did well in 2022. “Just like last year, the expo is still dominated by women. For 2022 we had around 20 exhibitors, mostly women and this year we have 30, with 70% being women.” 

She states that this representation highlights the remarkable strides made by women in an industry historically dominated by men and provides an empowering platform to foster inclusivity and equality. The expo is set to run from 13 to 15 July in Johannesburg, hosting a variety of winemakers from all over South Africa.

South Africa accounts for half the tonnage that Africa produces, making it Africa’s largest wine producer.

Proudly SA has previously stated that according to an article by Further Africa, South Africa accounts for half the tonnage that Africa produces, making it Africa’s largest wine producer and ninth in the world. 

“The South African wine industry has made an undeniable mark in the international market when it comes to wine production and our wines are revered the world over and that’s a cause for celebration! Ten local wine brands under the umbrella of The Wine Arc, an initiative by the Wine Industry Transformation Unit (SAWITU) will also be exhibiting at the Local Wine Expo. This initiative serves as a vehicle for local wine brands to grow a strong business platform and gives them access to markets and e-commerce facilities.”

Also read: Proudly South African campaign focuses on children’s dreams

Ngidi explained that the wine sector on its own provides job opportunities to the people of South Africa, and contributes greatly to the economy of the country. “We are hoping for a gathering of like-minded people. People who enjoy wine, and who are willing to learn more about the sector.” She adds that this is in line with their Second Half approach, whereby they get more South Africans to support local.

The title of the campaign, Second Half, refers to the second half of a sports game and represents the time South Africa needs to revisit its game plan. Proudly South African chose eight labour-intensive sectors to showcase in the campaign: the automotive industry; farming; furniture; clothing; footwear and leather; manufacturing; aviation; and food and beverages. The children are then shown, imagining their futures working in these industries.

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